"It's about breaking down some of the stigma and adding some credibility to a market, and women have far less stigma around such products.

"We’re looking to move on from that 'schoolboy giggle' kind of reaction when talking about sex toys and changing preconceptions people might have of the market and the customer while not taking the fun out of it."

Pulse CEO Adam Lewis said: "Citizen has been working with us from the outset and its experience and strategic guidance has proved invaluable for a start-up such as ourselves.

"'We've had an excellent relationship with it developing our brand strategy and it has since helped us select an agency suited to our needs going forward."

Citizen Relations MD Misha Dhanak added: 'We've had an excellent relationship with Pulse over the past six months, helping it develop a launch brand and creative strategy and we wish it well executing it with local boutique partners.'